Case Study: How Hugo Boss Steps Into Web3 Loyalty

As Starbucks and Nike retreat from Web3, Hugo Boss goes all-in. Why? Here's all you need to know.

Hey, it’s Marc.

This week, Hugo Boss officially launched its Web3 loyalty program, “HUGO BOSS XP”. 

Wait, what?

Nike shifts priorities away from Web3, Reddit shuts down its collectibles, and Starbucks ends its NFT loyalty program. Now, Hugo Boss goes all in. 

Now, Hugo Boss goes all-in. Why?

Today we’re going to look at:

  • How Hugo Boss XP works

  • The role of blockchain – Why Web?

  • Why now?

  • Untapped potential: What Hugo Boss hasn’t thought about (yet)

  • Will Hugo Boss succeed?

Let’s unpack this. 

PS: If you haven’t read our primer on Web3 loyalty, read it here

What you need to know

  • HUGO BOSS XP (HBXP) is a Web3 loyalty program to reach the next generation of consumers. 

  • It replaces the current traditional membership program- HUGO BOSS EXPERIENCE – shifting its focus on member experience and optimizing customer lifetime value. 

  • Technology partners include Polygon Labs and Epam Systems, who built the custodial wallet engine and mobile SDK.

Here’s a comparison between Hugo Boss’ old loyalty program and HBXP: 

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